MAKING SOCIAL VIDEO WORK FOR YOU
A TOOLKIT FOR GETTING STARTED
You will learn how easy, inexpensive and impactful it can be to use social video in your marketing campaigns.
A new chapter will arrive in your inbox every day, with a new challenge to help you create your campaign step by step.
PART 1: UNDERSTANDING YOUR AUDIENCE
People have more choice than ever before, in the content they watch, the platforms they use, the products they buy and who they buy them from. So, to get the edge on your competitors in modern commerce, you have to make a real connection with your audience.
Understanding who they are and what they want means you can give them an experience that’s easy and memorable, by: being where they are, offering them what they need, delivering it how they want it, and by being human and engaging.
To get you started, we’ve recommended key research areas and tools below.
STEP 1: IDENTIFY MOMENTS OF NEED
Every time you need to find out how to get to a meeting, or need help fixing your car, or want to be entertained, or want to try new places for dinner, what do you do? The answer is very probably that you get your phone out and plan your route with an app like Citymapper, search for the nearest garage on Google, read articles about the top 10 films on Netfilx or read reviews about the new restaurants in your area.
Your customers do this too, all the time, and they find how-to videos, inspiration, answers, entertainment and much more, from influencers and businesses.
So how can you tap into those moments? Google Trends, Google Keyword Planner and even the related searches shown at the bottom of any Google search results page, can offer you a starting point for creating content that satisfies the needs of your customers.
STEP 2: UNDERSTAND THE CONTENT THEY LIKE
Your customers engage with content beyond what they actively search for, even becoming fans of its publishers. They stumble upon this content on social platforms like Facebook, Instagram or Twitter, shared by friends or people they follow and trust.
Facebook Audience Insights allows you to define a target audience and see what other Facebook pages they like. It will also tell you how active they are on the platform. This is very useful because, once you have a list of pages your audience likes, you can start analysing their content to get an idea of what attracts them to it.
Social listening tools will help you go a little deeper. We use Brand24, which is easy and affordable for businesses of any size, and can help you learn about the most popular content or formats people interact with, most shared videos or which headlines work for a particular topic.
STEP 3: ANALYSE WHAT HAS WORKED BEFORE
If you’ve been running your social media channels for a year or more, you should make sure you understand which pieces of content your existing audience has liked so far. Even if you haven’t published any videos yet, you can analyse your articles, tweets and posts to get an idea of what makes your customers tick.
You can get these insights from the admin dashboards on each of your platforms (Facebook Page Insights, Twitter Analytics, Instagram Insights), and the challenge sheet below will help you with the questions you need to answer.
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